Analytics Analytics
Retail Consumer Packaged Goods

CPG & Retail Analytics

A deluge of disruptive innovations has opened up avenues for consumer packaged goods (CPG) and retail companies to improve market share and margins. The disruption-led data explosion and social media analytics are also driving these companies to address changing consumer needs, market saturation, increased globalization, expensive supply chain operations and heightened competition.

WNS’ ability to synthesize actionable insights from varied and multiple data sources enable our retail and CPG clients to harness and analyze the data at the right time. We, thereby, empower them to outperform and reap better ROI on their investments, and understand their consumers better. In addition, we leverage our research re-use capabilities to minimize client costs and time-to-market.




Sales / Up-sell / Cross-sell

WNS enables clients to leverage analytics and address strategic and tactical business challenges:

  • Strategic decision-making

    • Build strategy for business growth

    • Understand category evolution and decide on the where-to-play markets

    • Measure and plan for key business trends

  • Portfolio and brand management

    • Build brand strategies for each market

    • Minimize cannibalization while increasing brand / product portfolio

    • Measure and track brand equity uniformly across global portfolio of brands

  • Insights about consumers and shoppers

    • Reposition brand to be relevant with changing consumer needs

    • Identify new user segments to focus on

    • Plan media assets to attract new customers

  • New product development and commercial innovation

    • Optimize test markets for successful global launch of new concepts

    • Identify incremental changes to current product elements, such as packaging

  • Distribution efficiency improvement

    • Identify the right mix of channels for the business (category + market)

    • Improve distribution breadth and depth in a given channel

    • Effectively manage distribution while minimizing stock-outs

  • Pricing, trade and promotion analytics (by leveraging point of sale data)

    • Optimize trade spends across brands in the portfolio

    • Maximize cross-sell / up-sell opportunities with right in-store assortment

    • Define pricing strategies to grow / maintain share



WNS’ analytics helps solve strategic and tactical business problems for store managers, merchandisers and marketing managers

  • Loyalty analytics

    • Reward loyalists, attract prospects and retain attritors in order to improve program ROI

    • Plan campaign calendar, execute (content, vehicle) and assess various campaigns

    • Drive personalization through continuous improvement of program and campaigns

  • Demand forecasting and replenishment

    • Continuously improve retail demand forecasting for better management of supply chain

    • Effectively manage distribution while minimizing stock-outs

  • Portfolio and category management

    • Define ideal portfolio for each store format and location type

    • Maximize cross-sell / up-sell opportunities with right in-store assortment

    • Measure and track category performance

  • Leveraging promotions

    • Optimize trade spends across categories in the portfolio

    • Identify key brands whose promotions are helping in category growth

    • Define pricing strategies for own / store brand

Deep Dive

Customer Service

Supply Chain and Operations

WNS enables clients to manage store-level operations and maintain supply chain efficiency with the power of analytics. We help improve our clients’ business performance through data-driven intelligence and in-depth supply chain KPIs. This includes:

  • Store operations

    • Inventory, workforce optimization, space planning and optimization

    • Loss prevention (Shrinkage Analytics)

  • Distribution and warehousing

    • Route and shipment scheduling / optimization

    • Replenishment planning analytics

  • Portfolio and category management

Credit Management

Digital and e-Commerce

WNS enables clients in creating digital reach, awareness, engagement, association and loyalty between their products / services and its consumers. We collaborate with clients to maximize their synergistic effects with traditional offline media spends, trade promotions and other promotions. We also work with clients in the areas of persona creation, web traffic analysis and path conversion analysis to improve sales, conversion and targeting, especially, e-commerce retail.

  • Path and conversion analytics

  • Web and online traffic analytics

  • Search engine optimization

Deep Dive



Digital Transformation

Top 5 Retail Trends in 2025

case studie

WNS Advantage

  • Deep industry expertise: More than a decade of experience in the CPG and retail space. A team of 300+ CPG and Retail analytics experts servicing a wide variety of product categories across all geographies

  • High reliability: A trusted partner to more than 15 of the world’s leading consumer goods manufacturers, brand owners, retailers and marketing service providers

  • Data agnostic: Well-versed in varied and multiple data sources – from syndicate (PoS) sources, custom research studies, market surveys, panel data (HH or customized panels) to online surveys, shipment, media, advertisements and other forms of data

  • Research re-use: An R&D oriented Analytics Capability Group (ACG) with data scientists, Big Data specialists, data modelers, data infrastructure specialists and statisticians

  • Seamless end-to-end project management: Extensive experience in working with all key data providers of the industry to set up access for pulling data directly, analyzing it and presenting actionable insights for clients

Awards & Recognitions


A ‘Major Player’ in the IDC MarketScape: Worldwide Business Analytics BPO Services Report 2014



Since 2004, WNS has been working as a valuable strategic partner for Coca-Cola. They’ve invested time and resources to truly understand our business model . WNS service model offers a good balance between on-site senior consultants and an agile off-shore team. They provide us with an on tap set of resources capable of tackling many of our diverse needs in the Knowledge, Insights and Analytics spaces. Their expertise and dedication makes a true difference for our team.

Carlos Jose Fonseca, Vice President, Global Knowledge & Insights, The Coca Cola Company